CHAPTER ONE INTRODUCTION 1.1 Background to the Study Development in all its ramifications is a product of peace. Society without unity, peace and understanding between and among its inhabitants cannot boast of development. Peace is integral and very central to the development of any nation. Development is simply an increase, improvement, and growth for the better. Development is a self-generating and self-sustaining phenomenon. Therefore, development is conceived in human term as the maximum satisfaction of basic human needs of adequate and decent food, water, electricity, shelter, education, modern social infrastructural facilities (Development administration, 1998, Yunusa & Okene, 2018). The word ?media‘ comes from the plural of the Latin word medium and it is used as a collective noun to refer to television, radio, newspapers, magazines, films, the international networks (internet) etc. The media, in both specific and general terms (the Newspapers, Television, Magazine, radio, social media and the internet as a whole) has always played and is still playing very prominent role in national growth and development. Media helps to develop societies by gradually changing and making them to become more advance, greater, stronger, larger, successful and impressive entities. Media is often described as a double-edged sword. When employed positively, media can become an instrument of conflict resolution and a catalyst for peaceful change. However, when employed as a means to propagate intolerance and hatred, and to incite violence, media becomes a negative force among efforts to foster peace (Coffman et. al, 2006). It has remained an indisputable fact that the mass media or media of mass communication are among, if not the most effective and powerful means of disseminating information all over the world. Countries that are seen to be powerful or developed are perceived as such, largely owing, among other things, to the powerful media they possess and control (Bello, 2020). Conflict is an inescapable factor in human life. According to Imoh (2008) it is neither a positive nor a negative phenomenon. It exists in various forms and intensities between persons, groups, and nations. The complex and heterogeneous nature of individual attitudes, behaviours, and perceptions precipitates the human inability to coexist without conflict. Conflict may be either beneficial or destructive to the people and communities involved. But whatever the outcome of a conflict, the process assumes a dynamic path which, in retrospect, provides avenues to knowledge enrichment and experience acquisition for dealing with future events (Nwanko & Nzelibe, 1990). According to a recent finding, ?at least one fifth of humanity lives in countries experiencing significant violence, political conflict, insecurity and societal fragility. Such conditions form a major obstacle to development, with lasting implications for societal well-being. No country affected by violence or fragility has achieved a single MDG target. Countries with major violence have poverty rates more than 20 percentage points higher than the average? (Preis and Mustea, 2013). Elections involve a set of activities leading to the selection of one or more persons out of many to serve in positions of authority in a society. Political scientists and development theorists link free, fair and credible elections to democratic governance, peace and development. In brief, they argue that free, fair and credible elections provide the basis for the emergence of democratic, accountable and legitimate governments with the capacity to initiate and implement clearly articulated development programmes (Orji & Ozodi, 2012). Again, they claim that free, fair and credible elections empower the electorate to hold the government accountable and to demand strong credentials and feasible development agenda from prospective government officials. In other words, free, fair and credible elections bestow on governments the legitimate authority to, on one hand, initiate and implement policies; while on the other hand, they empower the citizens to hold governments accountable for their actions and/or inactions. Credible elections are, therefore, sine qua non for democratic governance, political stability and national development (Orji & Ozodi, 2012). Ayeni (2018) expressed that post-election violence is increasingly becoming a trend in Africa, with deadly consequences. The deadly ethnic violence that erupted in Kenya in the aftermath of 2007 elections and the elections crisis that almost divided the already volatile Ivory Coast and the post-elections crisis in Guinea Conakry and of recent the post-election violence that rocked the northern parts of Nigeria left thousands dead and properties worth millions of dollars destroyed. Election rigging, lack of trust between the electorate and political leaders, the partiality of the judiciary and the law enforcement agencies, particularly the police, and above all, the role of the media before, during and after the elections are some of the identified factors that fuel the violence. Since 1999, elections have become more regular in Nigeria. Between 1999 and 2011, the Independent National Electoral Commission (INEC) conducted four consecutive general elections. Elections in Nigeria were characterized by both psychological and physical violence (Alemika, 2011). Generally, violence involves the threat or use of physical force with the intention of injuring, killing and intimidating another person. It also involves destruction of property with a view to inflicting emotional or psychological injury and economic loss on another person. One of the major benefits of democracy is that it inhibits collective violence by providing mechanisms for non-violent competition for power and resolution of conflicts. Observance of the rule of law and respect for the courts are, however, necessary if this benefit is to be realised. Where citizens and government officials ignore the rule of law or disobey court orders, anarchy and violence are precipitated (Alemika, 2011). Mass media are by themselves social structure or vehicle for conflict resolution. Inter and intra-ethnic conflicts are inevitable in Nigeria because of Nigeria‘s social structure, is inherently prone to generate conflict from diverse ethnic-cultural interest and goals and from the political and economic necessities of survival, as communication is at the heart of all social intercourse. As a result of their ability to reach and influence large numbers of people, the media carries immense power in shaping course of a conflict. Although many examples of media‘s negative contribution to the violent conflict exist, fair and acute journalism and media content that builds confidence and counteracts misperceptions may have a potential in both conflict prevention and transformation (Melone, 2004). Journalism can play a role in escalating conflicts, which also demonstrates the potential for positive purposes. The media have the power to defuse tensions before they even reach a critical point and keep a critical eye on government, opposition and society. Apart from international media covering conflicts, local media are a recognized part of society with the ability to accelerate and magnify fears or reduce them. By supplying credible information and reaching a large audience, the media help in managing conflicts and promoting democratic principles. In the aftermath of a conflict, reconciliation and societal development can be encouraged as well. 1.2. Statement of Research Problem Nigeria is currently at the receiving end of the destructive activities of the international media channels and their domestic agents. In spite of everything, we take pride in the acclaiming of the Nigerian press as being the freest in Africa and indeed among the freest in the world. As in many countries the bottom line of romance with press freedom is national stability, we are not alone in this game Usman (1999:131) added. It is only a matter of sophistication in approach and degree of self censorship. The media has often been accused of being bias or taking sides in reporting sensitive issue like conflict (Bello, 2005; Antigha, 2005; CSW, 2004, 2008; IMS/ISAI, 2004; Kurawa, 2006; Kurfi, 2008; Jimoh, 2008; Okoye, 2009). Some even allege that the media is being recruited in conflict situations to blow trumpets, ignite or precipitate violence among peace loving people or communities and most times these types of accusations come from the conflict parties who think and expect the media to be their mouthpiece or instrument of propaganda. The accusations are always borne out of misperception as well as misconception of the role of the media in the society. There is also the lack of sufficient and accurate, independent and balanced coverage by the media in the society. The lack of professionalism in the media has seemingly fuelled rumours and misperception in conflict times with often disastrous consequences. This research seeks to identify the crucial role media can play in preventing or reducing conflict in our society. Religious leaders, conflict and peace mediators or managers have for too long neglected the role the media can play in society before, during and after any violent conflict by exposing to the society the risk of such conflicts which are often avoidable and their pains mitigate able. There is a serious need for re-awakening in Nigeria on insecurity due to careless, inconsiderate and insensitive role of media in our society. 1.3 Objectives Of The Study The main objectives of this study is to examine the audience perceptions of social media campaign can be against electoral violence i. To determine the perceptions of general audience on the role of media campaign against electoral violence ii. To investigate the impact to which social media disseminate information on post electoral violence 1.4 Research Questions i. What is the perception of general audience on the role of media campaign against electoral violence? ii. To what impact social media disseminate information on post electoral violence? 1.5 Research Hypothesis There is no relationship between social media and audience perceptions campaign against electoral violence. 1.6 Significance of the Study The study is significant because it exposes the value of communication on our social, economic and political life and provides information for managing conflicts in our societies. Media contents on conflicts management is hoped to influence positive social behaviour change in the interaction and attitude of individuals or groups in any given society by trying to influence positive societal values and development. The perception of the media and its content/ messages is a prerequisite to achieving peace and conflict reconciliation. This study examines the roles of the media, before, during and after the 2011 Presidential elections and is hoped to contribute to body of literature on audience, perception, communication, media, conflict study and conflict management, electoral process and also election violence because it explored the positive and negative roles of media in election process, democracy and national development. One of the significance of this study is that it will provoke further researches or studies on communication, perception and media in the field of peace building, conflict resolution and reconciliation by exploring the underlying causes and effects of such conflict and at the same time serve as a reference point in terms of awareness of literature and theories that support genuine media and conflict management practice, its experiment and where we are presently. This Research also exposes the grave and negative implication of violent political, ethno-religious and socio-economic conflicts on security and national development. It will also add to the existing body of knowledge on perception of communication and their possible influences on attitudes and behaviour change. 1.7 Scope of the Study Obviously, the topic is very wide in its scope; therefore, analysis was limited only to perception study of the audience on the role media in conflict management and reconciliation in the given area, Kwara state. Media is a very broad term which cannot easily be discussed in any given research of this nature with limited time and scope. This study focuses on the perception of audience of mass media messages (readers, listeners and viewers of national and international Newspapers, Radio and Television stations) on conflict management and reconciliation as it relates to Nigeria in general and Kwara State in particular. The attempt by various media to report conflict in an objective, balanced and unbiased manner was examined. However, due to the limited time and resources only issues relating to the subject were discussed. This study focus primarily on the perception of the audience on the role of media of communication in conflict management and reconciliation, the types of messages communicated during conflicts, and the reaction of audience to such messages during and after the 2011 post elections in Kwara State. 1.8 Definitions of Terms Audience: This includes all those who are actually reached by particular media content or media. Channels: Audience can be defined according to the relevant media and content or in terms of their social composition, location or time. The audience can exist as an imagined 'target' or intended group of receivers. Media audiences are not fixed entities and may only be known after the event as statistical abstractions (e.g. 'the rating'), with a known probability of recurrence. Conflict management: this refers to intervention or efforts towards preventing the escalation and negative effects, especially violent ones, of on-going conflicts. These conflicts will then are reduced, curtailed, downgraded, coped with, especially since conflict are hardly completely resolved. Conflict: Spanler and Burgess (2005:1) States that conflict" involve deep- rooted moral or value differences, high-stake distributional questions, such as who dominate whom, fundamental human psychological needs for identity, security and recognition are often an issue as well, adding that "people will not compromise fundamental values". Media effect: is the consequences or outcomes of the working of, or exposure to mass media, weather with intention or not. They can be sought at different level of social analysis. There are many types of effect, but it is usual to distinguish at least between effects that are behavioral, attitudinal (or affective) and cognitive. Media messages: persuasive messages targeted at various groups through communication forms. Media: The media includes all the media organizations, such as television, radio, and newspapers that provide news and information for the public, or audience. Mitigation: Conflict is considered as part of human nature that we are all likely to live with throughout our lifetime, as individuals and as groups. The word mitigation is derived from the verb mitigate. The ordinary dictionary meaning of the word mitigates means to moderate (a quality or condition) in force or intensity. Perception: De Vito (1986) defined perception as "the process of becoming aware of objects or events from the senses". Prevention: Prevention is better than cure? is a popular adage. The word prevention, derived from the root word prevent, is to keep something from happening or occurring altogether, especially by taking precautionary actions. Campaign: A series of operations intended to achieve a goal, a work in an organized and active way towards a goal. Election: A formal and organized choice by vote of a person for a political office or other position Social Media: This are forms of electronic communication that facilitate interactive social networking based on certain interest. It also include web and mobile technology. It is a group of internet based application that builds on the ideological and technological foundation of web 2.0.
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